Business Murwillumbah
Business Murwillumbah partnered with Cake to bring the Proudfoots Lane Party to life with digital marketing. Proudfoots Lane is a free, community-first event celebrating art, music, food, and culture in the heart of Murwillumbah. Through a combined organic social media strategy and paid Meta advertising campaign, we helped Business Murwillumbah cut through a tight timeline, build momentum, and connect the Tweed Valley community with something worth showing up for.
RESULTS
136,703
IMPRESSIONS
41,936
TOTAL ENGAGEMENTS
$0.02
COST PER ENGAGEMENT
+3,086%
INCREASE IN INSTAGRAM FOLLOWERS
Our Strategic Approach
Business Murwillumbah needed to generate awareness and drive attendance for the Proudfoots Lane Party and they needed to do it fast. Working within a compressed timeline, we developed a dual-channel Meta strategy combining organic content and paid advertising across Facebook and Instagram to maximise reach and community engagement.
We targeted audiences across the Tweed Valley and surrounding regions, including local residents and families, arts and culture enthusiasts, food and live music lovers, and the broader Northern Rivers community.
Our winning creatives led with human storytelling over polished production, capturing approximately 74% of total campaign engagements. It was a clear reminder that clarity and connection outperform complexity every time.
Our approach focused on:
Building brand visibility and positive sentiment for Business Murwillumbah across Facebook and Instagram
Curating scroll-stopping organic content that reflected the event's vibrant, community-driven spirit
Running a targeted paid Meta campaign with an engagement objective to amplify reach ahead of the event
Developing full creative collateral including a poster, postcard, social content and a full-page print advertisement.
The Challenge
With a tight timeframe and several technical hurdles to navigate, this campaign required us to move quickly without compromising on quality. When a campaign serves the community, we show up for it. Despite launching with less lead time than we'd typically recommend, the numbers told a strong story.
The Outcome
From a standing start, the Proudfoots Lane Party campaign delivered exceptional results on both organic and paid channels. Facebook page impressions grew by 649%, new page likes surged by 1,071%, and Instagram daily reach increased by nearly 12,000% compared to the previous period. On paid, the campaign reached 44,375 people and a cost per engagement of $0.02.
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